Communication and public relations strategies in Mexico: Analysis of their impact on civil society

Abstract

Communication and public relations are fundamental elements in the construction of a democratic and participatory society. In Mexico, these issues have been the subject of analysis and discussion in different areas, from the international to the local. The objective of this research has been to analyze the impact of community communication and public relations strategies in Mexican civil society. The research was of a systematic review and exploratory level, since it sought to systematically compile and analyze the existing literature on the impact of community communication and public relations strategies in Mexican civil society, with a qualitative approach, based on the paradigm interpretative. Among the results, it was possible to detect that the processes related to public relations have not evolved quickly due to the slow emergence of civil society organizations, especially those whose social objectives differ from those of social assistance, but that do not optimize resources and They do not make clear proposals and demands for society. Concluding that reciprocal communication must be established between the organization and public opinion to influence it, creating links that benefit both parts of the ecosystem, promoting values such as solidarity and social justice.